From the archives: Unifying two proud companies

05 August, 2019 Share socially

When two pharmaceutical giants merged to form GlaxoSmithKline in 2000, our challenge was to create a new vision, a new brand, and a new corporate identity.

We helped with the transition by first identifying contemporary trends in the pharmaceutical industry, such as the growing importance of consumer marketing, the emergence of patients as consumers, and the proliferation of consumer information. These trends revealed the need for a strong corporate identity that could appeal to both consumer and medical audiences, without threatening the success of product brands already in existence.

We developed a positioning platform around the vision of “improving the quality of human life by enabling people to do more, feel better and live longer.” The design solution was a simple, unique symbol with the company letters inside the warm, healthy glow of an orange palette. To implement the new identity, FutureBrand developed a proprietary on-line system to manage all of the brand assets in one coordinated, global tool.

Our insightful corporate identity work, combined with seamless global implementation, helped GSK build awareness, gain consumer loyalty, inspire employees and lead organizational change — all in record time.